This year, Subaru celebrates the seventh annual National Make a Dog’s Day on October 22nd, encouraging all people to consider adopting, fostering, or otherwise supporting a shelter pet or a cherished “Underdog,” an older dog, or a dog with disabilities. To amplify the Subaru Loves Pets and National Make A Dog’s Day initiatives, the automaker has an integrated ad campaign celebrating the original pack of “Underdogs” and sharing an inspiring message in the 15-second spot titled, “The First Thing You Notice.”
Through the 2026 Subaru Loves Pets® initiative, an effort dedicated to improving the lives of as many shelter pets as possible, Subaru of America, Inc. and its participating retailers will provide over $3.2 million in direct financial assistance to local animal shelters nationwide through grants administered by the ASPCA® (The American Society for the Prevention of Cruelty to Animals®) to help cover costs associated with preparing animals for adoption, veterinary expenses, and more.
Throughout October, Subaru retailers nationwide will host in-person adoption, microchipping, or other types of pet-focused events to help ensure that animals in need can find loving homes. In addition to providing over $3.2 million in direct financial assistance to local animal shelters, Subaru is offering several ways for its community to make a difference. First, Subaru will donate $1 to the ASPCA for new subscribers who sign up for Subie Texts, up to a maximum of $25,000, by texting PETS to 78243. Subaru will also donate $30 to the ASPCA for each purchase of select Genuine Subaru Pet-Friendly Accessories made through Subaru Parts Online, up to a total of $10,000. Additionally, Subaru will donate $1 to the ASPCA for each Animals Badge of Ownership ordered, up to a total of $5,000.
According to the ASPCA, approximately 5.8 million animals entered shelters in the U.S. in 2025. Many of these animals live day after day without the love of a family or a home. Subaru believes that all pets deserve loving homes, which is why we are the largest corporate donor to the ASPCA.
